MBA Luxury Brand Management

Tuesday, June 21, 2016

Why I Chose the International Luxury Brand MBA: Interview with Sheng Gao

What were you doing before you joined the MBA in International Luxury Brand Management program?

Right before I started the program, I took some time to travel. During my trip in Pyongyang, I saw some young local tour guides sporting handbags by Hermes, Chanel and Prada, it was fascinating. In terms of profession, I was working for a contemporary art gallery where I coordinated exhibitions and collaboration projects. It was a crazy and dynamic workplace where you get daily exposure to big-name artists, luxury companies, PR agencies and celebrities. Before entering the art world I was working as an accountant for a big-4 firm, very different life.

Why did you decide to join the MBA?

I have always been interested in marketing and branding. They have huge influences on our generation's mindset and behaviour. Unlike many other MBAs, this program has an emphasis on marketing so it's exactly what I was looking for.

What do you hope to achieve throughout the year?

Luxury brand consumption was a social phenomenon in the 90's in Japan, and now it's China's turn. I hope that by the end of the program, I will be able to uncover some of the secrets of powerful brands, in other words, how these brands can create such strong desires.

What are your professional goals after you finish the MBA?

Through interacting with professors and industry experts, I have identified that product development is the most relevant to my interest and work experience.

What advice would you give to someone who is applying to the program?

Find out as much as you can about this program by talking to the school and graduates. Understand your motivation. It is a business program so if you want to become a fashion designer, it's probably not the right program for you. If you want to know about managing a boutique, CRM, digital marketing and retail operation, then you should definitely look into it.